Search “plumber near me” and you’ll see two kinds of ads before the regular results. The top boxes with a green check and star ratings are Local Services Ads. The text ads underneath are Google Search Ads. For a home service business, choosing between Local Services Ads vs Google Ads can change what you pay for every job.
How Local Services Ads work
Local Services Ads (LSAs) are built for service businesses like plumbers, electricians, HVAC techs, cleaners and locksmiths.
- You pay per lead, not per click. A lead is usually a phone call, message or booking request from someone in your service area.
- You need to pass Google’s screening. Depending on your industry and location, that can include background checks, license checks and insurance checks. Once approved, you earn a badge like Google Guaranteed or Google Screened.
- Reviews matter a lot. Your star rating and review count heavily influence where you rank.
The ad shows your name, rating, years in business and service area. There’s no ad copy to write and no landing page involved.
How Google Search Ads work
Search Ads are the classic text ads. You pick keywords, write the ad, set a bid, and pay each time someone clicks.
- You control the keywords, the message and where people land
- You can promote specific offers, like a seasonal tune-up
- You pay for clicks even if the person never calls
Side by side
| Local Services Ads | Google Search Ads | |
|---|---|---|
| You pay for | Leads | Clicks |
| Setup | Verification, licenses, insurance | Keywords, ads, landing page |
| Control over message | Very little | Full |
| What drives ranking | Reviews, responsiveness, proximity, budget | Bid, ad quality, landing page |
| Best for | Trusted, review-rich local pros | Offers, specific services, growth |
Which one should you run?
Start with LSAs if you have solid reviews, you can pass verification, and you answer the phone fast. The pay-per-lead model is easy to understand and hard to waste money on.
Start with Search Ads if you’re in a category LSAs don’t cover in your area, you want to push a specific service or offer, or you’re still building reviews.
Run both if you want to own the top of the page. Many of the strongest home service businesses do. LSAs catch people who want a trusted name fast. Search Ads catch people searching for something specific, like “furnace repair same day.” Still weighing Google against social? Read Facebook Ads vs Google Ads.
How to get more from LSAs
- Answer every call. Missed calls hurt your ranking and waste your money.
- Keep asking for reviews. See How to Get More Google Reviews.
- Keep your hours and service areas accurate.
- Review your leads weekly and flag ones that clearly aren’t valid. Google may credit some invalid leads.
For a full-year plan, see our guide to HVAC marketing, which works for most home service trades.
FAQ
For most home service businesses, yes. The badge builds instant trust and you only pay for leads.
Cost per lead depends on your industry, job type and area. Higher-value trades usually pay more per lead. Our post on cost per lead shows how to set your target.
No. LSAs work off your profile, but a good website still helps people who look you up before calling.
The bottom line: Local Services Ads vs Google Ads isn’t either-or for many home service businesses, so test both and keep what books jobs.
Need help with Local Services Ads vs Google Ads?
We set up and manage LSAs and Search campaigns for home service businesses, with reporting you’ll actually read. Request a proposal.